Interviews
Liz Sturrock: Leading with Tenacity
.png&w=3840&q=75)
August 21, 2025
By Arianna Marino
The MIAMI Association of REALTORS® (MIAMI) is the largest local association in the U.S., with more than 60,000 members and one of the most diverse real estate communities in the world. It also operates the fourth-largest MLS in the country, with official partnerships with more than 242 international organizations worldwide, and was recently named the 2024 Inman Most Innovative Association. The association was chartered by the National Association of REALTORS® in 1920, and recently celebrated over 100 years of service to REALTORS®, the buying and selling public, and the communities in South Florida. At the center of MIAMI’s forward momentum is Liz Sturrock, Chief of MLS and Innovation.
With more than 20 years of experience in technology leadership, including senior roles at the National Association of REALTORS® and Remine, Liz is known for driving real-world results through people-first problem solving. A top national speaker on artificial intelligence and a long-standing mentor in NAR’s REACH program, she brings both strategy and empathy to one of the most complex jobs in real estate tech. In this interview, she shares how she broke into the MLS space, why tenacity is her superpower, and what she sees on the horizon for technology, leadership, and the future of organized real estate.
A Career of Breakthroughs
How did you get involved with the MLS-PropTech industry?
During my time at NAR, I mentored REACH companies for Second Century Ventures, helping them understand how the three-way agreement and member data flowed. After I joined MIAMI, I continued this by adding more about MLSs and how agents and brokers work on the ground. MIAMI REALTORS® was honored to have NAR’s first REACH LAB and continues to mentor PropTech companies and integrate them into the best suite of products and services to serve REALTOR® members in the world.
What do you consider your biggest professional achievement?
Launching RAMCO and disrupting the REALTOR® association management software industry. Similar to lockboxes, there were only a few players who built all the required integrations, and they were overcharging associations for the privilege. We listened to the association executives and built RAMCO on a cooperative cost model for service and development. It grew to be the market leader in the space and still serves over 700,000 members today.
What personal trait or skill has been most instrumental in your career progression?
Tenacity. I will dig into any problem, find the source and help find a solution. I’ve applied this to various challenges throughout my career. A few examples: learning the NAR budgeting process (did you know departments used to sell hours to each other and that labor was calculated?). Managing technology for the 2011 NAR Bus Tour; we learned that laptops don’t work in tents on Navy Pier under 42 degrees, and that the internet would not penetrate the metal bus shell for the satellite hookup. Deploying RAMCO across the US taught me that while we all serve members, every association finds financial success differently. In MIAMI, I have learned to meet our members where they are so we can learn from each other.
Tech and Transformation
How do you see technology transforming the real estate market in the next five years?
I don’t think you can start this conversation with me and not get a hot take on artificial intelligence. We’re going to see automation increase and costs come down. REALTORS® need to learn these tools to improve their efficiency and be able to compete as this landscape evolves.
How do you foster innovation and creativity within your team?
Our team knows the members and how they’re using our products. If they have a suggestion and it makes sense, we implement it immediately or connect them with the product team to enhance it. It becomes this amazing feedback loop. MIAMI equips, educates, and inspires REALTORS® to provide the highest level of service. MIAMI is the association of choice, with an astounding 220 products and services.
How do you approach decision-making and strategy in your role?
I always go back to our core mission: What is the best thing for the member and the consumer? Will this help them, or will it hurt them? Even with complex ideas, if you take the time to understand where they come from and what they affect, you can get to the core.
What is a common misconception about the MLS industry that you’d like to clarify?
That everyone uses every tool. In MIAMI, we serve 60,000 members with different needs, skill levels, cultures, and business models. Some are in luxury, some are in affordable housing, and many are in between. That’s why we offer so many services, so we can meet members and consumers wherever they are in their journey.
Leading From the Front
What is your leadership style, and how has it evolved?
Leading from within. I never ask our team to do something I wouldn’t do. At NAR, I’d be in the office for weekend outages, even when the air conditioning was off. This kind of leadership works well with diverse teams and mission-driven organizations. While I do delegate more now, there are no “clipboard managers” in our organization. We all pitch in on the day-to-day.
How do you measure success for yourself and your team?
Ultimately, it’s member satisfaction. In a challenging time, we’ve maintained our membership and continue to score above a 9 out of 10 on member satisfaction surveys. Even when a member is frustrated with a rule or policy, we make sure to explain and empathize. Internally, we’re proud of our high staff retention. MIAMI has been recognized as a Top South Florida Workplace by the Sun Sentinel in both 2024 and 2025.
How do you approach adapting to changes and disruptions in the business landscape?
We’ve had a few of those lately, haven’t we? We start by asking: what do our members and our staff need? From there, we develop a technology plan so our partners have time to implement. Our legal and education teams step up; they’re some of the best in the business. We meet members where they are: in person, in the office, on Zoom, at events. We train iteratively, adjust as needed, and pay close attention to what members are asking. MIAMI has faced many challenges, and we always come out stronger. MIAMI is the nation’s top forward-thinking association (2024 Inman Most Innovative Association Award winner), the fourth-largest MLS, the largest local REALTOR® association in the U.S., the second-largest local REALTOR® association in the world, and the largest global council.
Advice for the Future
How do you plan to contribute to the evolution of the industry?
This might sound backwards, but I think the industry’s evolution has to stay grounded in the fundamentals. Everyone needs a place to live. We need to stay committed to the consumer and help them get into the best home for them, while also supporting the success of our agents and brokers. As the world and the models change, we have to hold onto those tenets. If we do that, we can guide our members through uncharted waters with confidence.
What advice do you have for emerging leaders in the industry?
Take the seat at the table, and speak up. No one’s going to invite you. But also: listen more than you speak. We’re open to new ideas, but it’s important to understand the challenges that have come before and how we got to where we are.
How else do you hope to help shape the future of the industry?
We’re going to keep listening to new ideas and help shape them into tools our members can actually use. Technology is moving fast, and that’s exciting. But it has to stay grounded in what helps our agents and consumers succeed every day.
Beyond the Boardroom
What is your favorite quote?
“Be so good they can’t ignore you.” – Steve Martin
What do you do to unwind or relax after a busy week?
I cook! Michigan has the second most diverse agriculture in the U.S., so I make whatever I can find fresh at the market. If you follow me on Instagram (@lizps), you’ll see plenty of grill and table shots.
Do you wish to share anything about your family?
I’m a mom of two. My oldest, Atlas, is 21 and a senior at Illinois State studying art. They’re a gifted illustrator and a fierce advocate for LGBTQ rights. My son, Liam, is 18 and profoundly autistic. We work every day to ensure his peace and success in the world. I’m incredibly proud of both of them. I also take care of my 90-year-old grandmother, who still loves to travel with me when she can; she’s even joined me at RESO in Kiawah and NAR in Anaheim.